The results of the inaugural Great BIG Wine Survey brought to you by Hollard, which were released in 2020, elicited an overwhelming response from the wine industry. In a continued show of support for an industry which has been incredibly hard hit by the Covid-19 pandemic, Hollard Insurance Group has once again come on board as a sponsor of the 2021 Great BIG Wine Survey.
The Great BIG Wine Survey, initially planned as a lockdown project, has now become an annual event to benchmark and track trends, note shifts in behaviour, and measure progress, thanks to the sponsorship of Hollard Insurance Group as presenting partner.
Hollard National Business Development Manager, Andries Wiese says: “Hollard is delighted to help make available these valuable insights to the South African wine industry. Hollard’s investment in the Great BIG Wine Survey demonstrates our ongoing commitment to business improvement underpinned by our overarching company purpose of ‘securing a better future for all’.”
Much like the Great BIG Wine Survey was a project born in lockdown, a new company transitioned which resulted in Southern Skies launching Vintelligence. This independently owned business is dedicated exclusively to serving the consumer research needs of the South African wine industry with Agri-economist, Pieter van Niekerk appointed to lead this new SA wine intelligence firm.
Pieter had this to say of the insights gained through the 2021 Great BIG Wine Survey (GBWS): “The wine journey describes how long consumers have been drinking wine, helping to distinguish newer versus more experienced wine drinkers. The consumers’ position on the wine journey has been shown to influence purchasing behaviour and preference which directly impacts wine style preference. The data from the 2021 GBWS has shown that greater volumes of wine are purchased by longer term wine drinkers, with consumers who have been drinking wine for 10+ years purchasing more wine monthly and keeping a larger stock at home. Conversely, newer wine drinkers spend the most per bottle for at home consumption, with young independent singles spending the most per bottle.”
As per the findings in the first GBWS, wine is seen as accessible to everyone, marking a distinct break from historic thinking which categorised wine as a more exclusive beverage. As consumers progress along their wine journey, perceptions of wine being ‘for everyone’ increase. Pricing and recommendation are the strongest drivers, followed by producer when consumers decide on their purchase.
From a packaging perspective, it is interesting to note that while the standard 750ml glass bottle remains the most preferred packaging for wine consumers, it appears that openness to alternative pack types is growing. Bag in box and cans are now available in premium brands which has opened the wine market – another benefit of the pandemic to the industry. Natural cork is still the most preferred seal of a bottle, followed by screw caps, with a preference for natural cork alternatives over synthetic corks.
As consumer engagement increases, the price paid per bottle also increases, with a higher proportion of wine bought in the R100+ category. As engagement increases, volume of wine purchased by month also increases. All these are positive indicators for the local wine industry.
2021 GREAT BIG WINE SURVEY RESULTS WEBINAR
All the 2021 Great BIG Wine Survey results and insights will be presented during a webinar hosted by Pieter van Niekerk who will be joined by panellists Peter McAtamney, founding Principal of Wine Business Solutions (WBS) along with representatives from leading independent consumer insights agency, KLA, Caitlin Bauristhene (Research Director and KLA Partner) and Josie Matterson (Senior Research Manager).
The free-to-attend webinar, which will take place via ZOOM on Thursday, 12 May 2022 from 9am to 10am, will take an in-depth look at some of the insights, answer any questions attendees may have and highlight future plans for the next Great BIG Wine Survey. If you are interested in attending the FREE webinar, please register here so that we can send you the ZOOM link: [https://vintelligence.co.za/great-big-wine-survey/]
Wine industry stakeholders interested in finding out more about the 2021 Great BIG Wine Survey or plans for 2022,
can contact Pieter van Niekerk on Pieter@vintelligence.co.za
Vintelligence provides consumer insights, locally and abroad, exclusively for South African wine producers via our extensive network of international research stakeholders and unparalleled access to consumer audiences. Vintelligence was established in 2021 when we identified a need to understand the fast-changing wine consumer landscape.
Established in 1980, the Hollard Insurance Group (“Hollard”) provides short-term and life insurance as well as investment products to a diverse customer base including individual consumers, commercial entities, and corporate clients. It ranks among a growing number of companies advocating an inclusive growth model, measuring its social dividends as well as its contribution to shareholders. Hollard’s organisational Purpose is to enable more people to create and secure a better future.
Hollard South Africa and sister company, Hollard International, wrote combined premiums exceeding R23-billion in the year to June 2021 across short-term and life insurance operations in Africa and the Philippines. Hollard is South Africa’s third largest short-term insurer, and the largest independent and privately-owned Insurance Group in the country. Hollard SA and Hollard International have offices in 8 countries but are represented in 21 others through some form of partnership.
The Hollard Australia Group, which sprang out of Hollard SA in 2001, is today an important player in the competitive Australian insurance market. Since inception, partnership has been at the heart of its business model, whereby Hollard, the partner and the consumer all win through this spirit of collaboration and co-creation.
KLA is a full-service market research agency known for taking on clients’ challenges and working alongside them to find solutions. We get that marketing strategy, brand consulting and UX are part of the picture. That performance, bottom lines, and results matter. That the world is complex and competitive. And that distillation is as important as interpretation. We get that there’s something bigger than data; that designing smart research means asking the right questions, to see the world through a different lens. We get that meaningful work comes from authentic connections, and that partnership is the bridge between goals and successes. We get to the bottom of what people really think. And why.
We get perspective. And when businesses need insights, they can get behind, at KLA, we get it.
ABOUT PETER MCATAMNEY – WINE BUSINESS SOLUTIONS
Peter McAtamney is the founding Principal of Wine Business Solutions (WBS), one of the only businesses globally whose sole focus is providing strategic advisory and management consultancy services to the wine industry.
To inform best practice advice, WBS produce the only research into what is on wine lists in Australia, the UK, Canada, Germany, China and non-chain US on-premises outlets. WBS also benchmarks DtC wine business across Australia, New Zealand and South African and compares this information directly with the same questions asked of US wineries.
WBS is the only private provider of wine business education in the Southern Hemisphere. Over 1300 wine business owners & senior managers have attended WBS’ wine business 2-day workshops during its 17 years of operation. Peter has studied Marketing and Strategy at Columbia University, New York. He has taught Marketing, Strategy, Sales Management and Business Culture as part of the University of Technology, Sydney MBA Program for five years.